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New beer has same unusual name as Upstate town

BIG FLATS — The unusual name of an Upstate town is gracing the cans of a new brand of beer brewed in Rochester for a California company.

When Novato, Calif.-based Winery Exchange Inc. launched its Big Flats 1901 canned beer in December, the company said the lager is named for the flatboats that plied upstate rivers to deliver goods to early settlers.

Big Flats is also the name of the Southern Tier town where the Chemung River flows through a broad valley between Corning and Elmira.

Local officials tell the Star-Gazette of Elmira that they first learned about Big Flats beer when it started showing up in town around Christmas. They’re hoping the name connection boosts summer tourism.

Earlier this month, Stephen Colbert lampooned the brew’s name and its $2.99 price per six-pack during his Comedy Central show.

One comment

  1. “Flat” with “Beer.” Is that really a good idea? Whatsa matter was “Skunk” a;ready taken?